A couple of days ago we had a conversation on FriendFeed [hat tip Meryn Stol] about an "oh so 2004" argument that blogs are dead courtesy of Wired. My comment there expressed something that is being overlooked by the online community, because they have been online for so long.
Blogs are evolving, but they have a place. When well written and with a point to make (read value), they're what web sites would be if you flipped them - rapid, coherent, integrated publishing that people can pull and build upon.
While I don't write "intensive journalism" here, I believe there is value in the content I propose - and so do my readers. Blogs are hard to commit to, people want and need immediacy.
Marketing has many immediacy moments. The retail display by the cash register, the offer that comes with direct response, calls to action, FUD tactics (fear, uncertainty, doubt). They all capitalize on the fact that once you create an expectation, the gratification needs to follow.
The fact that many who have been online for a while are moving onto other tools does not discount the power that blogs can have on the rest coming and staying online to find content, ideas and other people. As well, those who are learning, researching, and publishing use blogs to make deeper connections with content and people. For example, there's a plan around the About You page here.
When written with a fluid voice, blogs can literally turn your content strategy around - and your results. Companies have not been online for years, and if they have it's been with programs or campaigns, or heavy and hard-to-navigate Web sites - not with listening and conversation outposts.
Do you have wonder why the term is, in fact, "post"?
A gift to you: I packaged the most linked, shared, and bookmarked post at Conversation Agent to-date because I believe that blogs are a valuable part of your communications mix, and observed that you believe that, too.
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The most important point, which is not in the eBook, is within your power - just start. You'll be glad you did. Thank you for reading.